The social news feed has been the most significant change in media consumption since the webpage. It has helped create new media stars such as Buzzfeed, Upworthy and EliteDaily -- it now acts as the primary lens for people discovering new content.
Facebook's number one priority is to optimize the news feed experience and they have a huge team of incredibly smart people working on it. They analyze each of us -- watching the types of stories we engage with, comparing that with our friends and feeding us more of the same. The algorithm amplifies personal milestones and selfies that get a lot of engagement.
The problem with an engine that recommends more of what you like is that it's hard for anything else to break in. Great content does often rise to the top but many powerful stories don't receive the same exposure as pop culture headlines.
There are huge humanitarian issues facing the world but we don't typically see them in our newsfeed. That was the challenge we set about to address when we started working with the OCHA team at the United Nations. To give these issues the platform to reach the audience they deserve.
#ShareHumanity is a campaign that allows you to donate the power your social feed for one day. Someone in a humanitarian crisis will use it to tell their story.
Stories of resilience, hope and bravery have been disrupting the usual day to day content since last week. Whether it's a Syrian child living in a refugee camp, a Himalayan guide in Nepal or the harrowing account of a 12-year-old Nigerian girl searching for her brother. The stories come to life in the newsfeed, where the attention and discussion lives. New celebrities and influencers are jumping on board everyday with over thirty thousand social posts already donated.
In the lead up to World Humanitarian Day on the 19th, I'm asking you all to donate your feed and #ShareHumanity.